About

Customer behavior should guide the decision

I've spent 20 years working in-house on CRM, lifecycle marketing, and customer analytics across Amazon, Ancestry, Stanley Black & Decker, and the Bed Bath & Beyond portfolio. I write and build practical systems for retention, automation, experimentation, and applied AI. The useful work makes the decision, evidence, owner, and next action visible.

ANDREW LUXEM · SOME LUCK PRODUCTIONS LLC

Andrew Luxem, CRM and lifecycle marketing leader

Experience

What shaped the work

Twenty years in-house informs the point of view. It does not replace evidence. The writing here separates operating experience, measured results, and recommendation.

AMAZON

Lifecycle work at global scale

Twelve years across Amazon Retail, Prime, and Amazon Music, building behavioral models and lifecycle programs in an environment shaped by operating mechanisms and Amazon’s Working Backwards practice.

ANCESTRY

Subscription retention across markets

International lifecycle analytics across seven markets, combining predictive segmentation, cohort analysis, and experimentation to manage churn and customer value.

STANLEY B&D

Global CRM across brands and markets

Led a 15-person CRM and analytics organization across more than 60 countries, connecting lifecycle programs, data governance, and regional operating models.

BED BATH & BEYOND

Retention across three ecommerce brands

Led CRM and lifecycle work across Bed Bath & Beyond, Overstock.com, and buybuyBABY. Braze recognized the cadence-governance program built around engagement tiers, frequency caps, send-time optimization, and revenue per email.

BIG DILL

The owner’s side of retention

Built a founder-led DTC business with responsibility for acquisition, retention, inventory, margin, and the full P&L. It is the one place in this record where the retention decisions and their consequences are both mine.

TODAY

Public writing, tools, and agent skills

The Strategic Brief, a 72-playbook library, advertising simulators, and public agent-skill repositories.

How I work

Three commitments

Diagnose before prescribing

Name the customer problem, constraint, and decision before choosing a tactic. A plan built on the wrong diagnosis only scales the wrong work.

Evidence before confidence

Use a baseline, holdout, or another defensible comparison when the decision requires causality. If the evidence cannot support the claim, narrow the claim or run the test.

AI supports the mechanism

Use agents to draft, analyze, and repeat defined work. Keep customer decisions, approval standards, and performance reviews with named human owners.

This site

Where to start

This site has three useful entry points. Start with the one that matches the work or decision in front of you.

SKILLS72 structured playbooks across 9 modules. All 51 free playbooks ship as installable agent skills. The 21 premium playbooks are listed as controlled access and have no public download.WRITINGThe Strategic Brief: practical arguments on CRM, retention, operating mechanisms, and applied AI.TOOLSAdvertising simulators that expose the assumptions, costs, and break-even points behind a strategy.

Speaking, workshops, and practical sessions

Braze Forge panelist and university guest lecturer. Available for sessions on CRM, lifecycle marketing, retention, operating mechanisms, and applied AI.

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